SOCIAL
New Report Finds that Facebook and TikTok are Approving Ads Containing Political Misinformation
This is not great.
With the US midterms fast approaching, a new investigation by human rights group Global Witness, in partnership with the Cybersecurity for Democracy team at NYU, has found that Meta and TikTok are still approving ads that include political misinformation, and are in clear violation of their stated ad policies.
In order to test the ad approval processes for each platform, the researchers submitted 20 ads each, via dummy accounts, to YouTube, Facebook and TikTok.
As per the report:
“In total we submitted ten English language and ten Spanish language ads to each platform – five containing false election information and five aiming to delegitimize the electoral process. We chose to target the disinformation on five ‘battleground’ states that will have close electoral races: Arizona, Colorado, Georgia, North Carolina, and Pennsylvania.”
According to the report summary, the ads submitted clearly contained incorrect information that could potentially stop people from voting – ‘such as false information about when and where to vote, methods of voting (e.g. voting twice), and importantly, delegitimized methods of voting such as voting by mail’.
The results of their test were as follows:
- Facebook approved two of the misleading ads in English, and five of the ads in Spanish
- TikTok approved all of the ads but two (one in English and one in Spanish)
- YouTube blocked all of the ads from running
In addition to this, YouTube also banned the originating accounts that the researchers had been using to submit their ads. Two of their three dummy accounts remain active on Facebook, while TikTok hasn’t removed any of their profiles (note: none of the ads were never launched).
It’s a concerning overview of the state of play, just weeks out from the next major US election cycle – while the Cybersecurity for Democracy team also notes that it’s run similar experiments in other regions as well:
“In a similar experiment Global Witness carried out in Brazil in August, 100% of the election disinformation ads submitted were approved by Facebook, and when we re-tested ads after making Facebook aware of the problem, we found that between 20% and 50% of ads were still making it through the ads review process.”
YouTube, it’s worth noting, also performed poorly in its Brazilian test, approving 100% of the disinformation ads tested. So while the Google-owned platform looks to be making progress in with its review systems in the US, it does still seemingly have work to do in other regions.
As do the other two apps, and for TikTok in particular, it could further deepen concerns around how the platform could be utilized for political influence, adding to the various questions that still linger around its potential ties to the Chinese Government.
Earlier this week, a report from Forbes suggested that TikTok’s parent company ByteDance had planned to use TikTok to track the physical location of specific American citizens, essentially utilizing the app as a spy tool. TikTok has strongly denied the allegations, but it once again provokes fears around TikTok’s ownership and connection with the CCP.
Add to that recent reportage which has suggested that around 300 current TikTok or ByteDance employees were once members of Chinese state media, that ByteDance has shared details of its algorithms with the CCP, and that the Chinese Government is already using TikTok as a propaganda/censorship tool, and its clear that many concerns still linger around the app.
Those fears are also no doubt being stoked by big tech powerbrokers who are losing attention, and revenue, as a result of TikTok’s continued rise in popularity.
Indeed, when asked about TikTok in an interview last week, Meta CEO Mark Zuckerberg said that:
“The notion that an American company wouldn’t just obviously be working with the American government on every single thing is completely foreign [in China], which I think does speak at least to how they’re used to operating. So I don’t know what that means. I think that that’s a thing to be aware of.”
Zuckerberg resisted saying that TikTok should be banned in the US as a result of these connections, but noted that ‘it’s a real question’ as to whether it should be allowed to continue operating.
If TikTok’s found to be facilitating the spread of misinformation, especially if that can be linked to a CCP agenda, that will be another big blow for the app. And with the US Government still assessing whether it should be allowed to continue operating in the US, and tensions between the US and China still simmering, there is still a very real possibility that TikTok could be banned entirely, which would spark a massive shift in the social media landscape.
Facebook, of course, has been the key platform for information distribution in the past, and the main focus of previous investigations into political misinformation campaigns. But TikTok’s popularity has also now made it a key source for information, especially among younger users, which enhances its capacity for influence.
As such, you can bet that this report will raise many eyebrows in various offices in DC.
In response to the findings, Meta posted this statement:
“These reports were based on a very small sample of ads, and are not representative given the number of political ads we review daily across the world. Our ads review process has several layers of analysis and detection, both before and after an ad goes live. We invest significant resources to protect elections, from our industry-leading transparency efforts to our enforcement of strict protocols on ads about social issues, elections, or politics – and we will continue to do so.”
TikTok, meanwhile, welcomed the feedback on its processes, which it says will help to strengthen its processes and policies.
It’ll be interesting to see what, if anything, comes out in the wash-up from the coming midterms.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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